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Should a PR Crisis Affect Your Social Media Strategy?

The answer to this question
is a bit complicated. While most PR crises will affect your social media
strategy in one way or another, not all of them require active social media
engagement.

On the one hand, today’s
proliferation of social media requires it to be included in most crisis
management plans. Traditional press releases and dry statements on company
websites no longer meet the demands and expectations of today’s stakeholders.
In order to be effective in their crisis response, modern companies need to use
a variety of communication channels, including social media.

When a crisis hits, the
existing social media strategy has to be adjusted accordingly. Your crisis
updates can’t be mixed in with the marketing and promotional posts that may
have been scheduled prior to the incident.

On the other hand, certain PR
crises are better handled offline without the involvement of social media. For
instance, minor incidents and internal disputes that are not likely to impact
stakeholders or generate wider media coverage should not trigger an emergency
social media strategy.

When considering your crisis PR response, it is important to understand how the information about the
incident is likely to spread. Continuous monitoring of online conversations during
crises is also essential.

Considering the complexities
of these new rules of crisis PR engagement, companies must be proactive and prepare
their emergency social media strategies and protocols in advance. This way,
should an unforeseen situation call for immediate action, your organization
will be well-positioned to use social media as a powerful tool that can help
you move beyond the turmoil.

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